Video: Jay Z - 'Picasso Baby'

Jay Z continues to set new rules. The hip-hop mastermind presents the performance art film for “Picasso Baby,” the Timbaland-produced single off his No. 1 album Magna Carta…Holy Grail. The 10-minute film, directed by Mark Romanek, premiered on HBO earlier this evening.

The Roc Nation mogul shot the visuals at Pace Gallery in New York last month. Spectators including Wale, Taraji P. Henson, Rosie Perez, Judd Apatow, Alan Cumming, Magazeen, Fab 5 Freddy, and the “grandmother of performance art” Marina Abramović gathered around as he took turns interacting with them in the all-white space.

“Concerts are pretty much performance art,” explains Jay, who shot a video for “Holy Grail” with Justin Timberlake in L.A. this week. “In a smaller venue, it’s a bit more intimate so you feel the energy of the people.”

Watch the “modern day Pablo Picasso” unveil his visual masterpiece below.